Task

The increase the brand share of St. Petersburg ice cream market by 10%

Solution

Creative concept has been developed to position the brand Chistaya Linia as the most natural within the category. Based on the insight that the key audience for the ice-cream are men (against general contemption by women primarily), and its original traditional taste. The key personalities are bearded men in black leather jackets and tattoos... with ice cream in their hands, symbolizing both the brutal natural core of the beloved ice-cream ingredients.

In addition to the brutal creativity, for "Chistaya liniya", we have developed a media campaign strategy: campaign ran on billboards, citiformats, city transport, withing major retail chains, city subway and on radio. For each of the channels we developed the situational version of the copyright, to maximise consumers' involvement in the interaction with the brand.